^{Project Heartland
Singapore Grand Prix
2022}

^{Campaign Activation
Key Visual Design
Spatial Design}

Project Heartland is an activation in celebration of the exhilarating F1 race experience. The project involved collaboration with local illustrators and AR artists to come up with an experience that will excite and bring local communities together.

Project completed with OuterEdit

Passion Meets Innovation

Embodying the collaborative efforts we see in F1 teams, while bringing out a strong sense of community in our activation, we brought local artists HAFI & 8EyedSpud to create murals that reflected the blood, sweat and tears that go into the sport we know and love today.

Each mural represents contrasting traits integral to the success of F1, Passion and Innovation. Cool colours and geometric shapes embody the strategic and logical thinking that goes into engineering better and faster cars, while warm colours and organic, flowy shapes communicate the heartfelt, emotional resonance that drives the Passion for the sport.

Design Language

Bringing Exhileration To The Singapore Heartlands

Adding another dimension to the activation experience, unique AR filters were created for the public to enjoy the physical artworks, and yet still share their experience with their community in a digitally forward way.

The assets created for the AR filter were a collaborative effort between the local artists HAFI & 8EyedSpud, and the participants from a ground-up conclusive local arts movement, ‘Superhero Me’. Over a creative workshop held earlier in the year, the artists and participants worked together to create visual assets that were to be incorporated into the AR filters that brought the murals to life on Instagram.